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With around 40% of China’s wine being imported, foreign wineries and wine distributors have been presented with an enormous opportunity for global expansion. The rapid growth of the Chinese market attracts wine exporters from all over the world and, the European Union is the most competitive player for its leading position in wine production.

However, it is important not to underestimate Chinese consumers’ perception of wine and attention to prices. Although the market appears to be maturing in the Middle Kingdom, there is still a good share of consumers who still prefer beer for its cheaper price and its availability. In fact, when it comes to discovering this foreign product, wines with a high quality/price ratio have better opportunities of being noticed.

This workshops organized by the EU SME Centre and EUROCHAMBRES in cooperation with Plovdiv Chamber of Commerce allows SMEs operating in the wine industry to set up a comprehensive road map to start exporting wine to China.

Apr 22, 2021 09:00 AM in Brussels

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THE CHINESE WINE MARKET, WHAT SMEs SHOULDN’T IGNORE! is a public online event organized by EUROCHAMBRES. By registering to this event, you hereby give your consent to having your personal data, as indicated in the registration form collected, processed and stored according to the applicable legislation and Privacy Policy. You also authorize the organizer to transfer the data to the European Union in case of co-funded activities.
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Pablo Recio Gracia
Managing director @EIBENS
Pablo has lived and worked in China since 2005. During this time he has developed a strong knowledge of the Chinese market, in particular relating to food and beverage import and distribution processes and trade barriers. Currently, he is the managing director of Eibens, company stablished in 2005 with two offices in Madrid and Beijing. Services include all steps from training, to market intelligence, market entry and commercial follow up. Eibens also focuses on cosmetics and ecommerce. From 2012 to 2014 he was the Director of Gold Millennium Beijing. In his previous roles, he worked for public agencies including ICEX and Extenda as well as for private companies involved in international trade between Europe and China. Recio is a frequent speaker in business seminars and he has frequently cooperated with the EU SME Centre and business organizations.
Rubén Martínez Gómez
Project Manager @EIBENS
Rubén has lived in China for over 4 years, and his career has always been focused on the Chinese market. In Eibens, he manages the company daily operations related to the development of consulting projects, coordinating team members and activities, conducting field and desk research and elaborating market intelligence reports. He holds a bachelor’s degree in Business Administration from the Polytechnic University of Valencia and specialized on international management and business internationalization through different experiences abroad. He also did a 1-year program on Chinese language and business studies at University of international Business and Economics (UIBE). He has experience working both for public agencies and private companies. He worked at the Commercial Office of the Spanish Embassy in Beijing and was responsible of the export department of a Spanish leading company in the beer and soft drinks industry.